Modules 8 & 13

Module 8


Reader benefits are benefits or advantages that the reader gets by using your services, buying your products, following your policies or adopting your ideas. These benefits are important in both informative and persuasive messages. Good benefits are adapted to the audience, based on intrinsic advantages, supported by clear logic and explained in adequate detail, and phrased in you-attitude.

Reader benefits improve the audience's attitudes and actions. According to the Expectancy Theory most people try to do their best only when they believe they can succeed and when they want the rewards that success brings.

In order to identify reader benefits you need to brainstorm. Think of feelings, fears, and needs that may motivate your reader. Then identify features of your product or policy that meet those needs. Also, identify the features of your product or policy. Then think how these features could benefit the audience.Each benefit should use vivid details.

To decide which benefits to use: use at least one benefit for each part of your audience, use intrinsic benefits, and use the benefits you can develop most fully.

Module 13


Technology is changing rapidly and so are the expectations for how to use it. Formats for e-mail messages are still evolving. In subject lines for e-mail messages you should be specific, concise and catchy. The subject line should be kept short. The most important part should be in the first few words because some e-mail programs only show the first 28 characters of a subject line.

E-mail messages differ slightly from paper messages. Negative and persuasive messages will be more direct. E-mail is especially appropriate for positive and informative messages. Negative messages, such as firing someone, should be done in person. However, less serious negative messages can be appropriate for e-mail.

Main Points


For writing on the web use good business writing principles, but also consider how people will interact with the text. This is applicable to our online blogs for this class.